Understanding Sync Time and Data Settling with Facebook Ads

Understanding Sync Time and Data Settling with Facebook Ads

Info
Facebook Ads data does not become immediately available at the end of each calendar day. Instead, the data "settles" gradually over several hours after midnight in the ad account's configured time zone. Understanding this settling behavior is essential for accurate reporting and properly timing data exports.

Key Concepts

Data Settling Defined

Data settling refers to the process by which Meta's Facebook Ads API finalizes performance metrics for a given day. After midnight in an ad account's time zone, the API continues to process and update metrics such as impressions, spend, and clicks.

Notes
This means that data retrieved immediately after midnight will be incomplete compared to data retrieved several hours later.

Facebook Ads Account Time Zone

Each Facebook Ads account has a configured time zone that determines how daily data is organized and reported. This time zone setting is configured in the Facebook Ads account settings under Business Info > Currency and time zone.

PMA's Sync Time for Facebook Ads

Power My Analytics performs nightly data synchronization for Facebook Ads at midnight Pacific Time (UTC-8:00, or UTC-7:00 during Daylight Saving Time). This sync time is fixed for all Facebook and Instagram connectors and cannot be adjusted by users.

Data Settling Timeline

Based on PMA's observations of high-volume Facebook Ads account behavior, data settling follows a predictable pattern:

Hours After Midnight  Estimated Data Completeness  
0 hours (Midnight)~90% of final values
1 hour~92% of final values
2 hours~97% of final values
3 hours~99% of final values
  • At midnight in the ad account's local time zone, the previous day's data is approximately 90% complete.
  • By 3 AM local time, data is estimated to be at least 99% of its final settled values.
  • Minor adjustments to metrics can continue for up to 15-18 hours after midnight.
Info
High-volume accounts may experience more noticeable settling adjustments than low-volume accounts.

What This Means for Reporting

Report Accuracy

Reports generated immediately after midnight may show slightly lower values than reports generated several hours later. For most use cases, the 1% difference between 3 AM and fully settled data is negligible. However, for high-precision reporting requirements, users should allow additional time for data to fully settle.

Timing Data Exports

When scheduling data exports or automated reports that include yesterday's data:

  • Schedule exports at least 3 hours after midnight in your ad account's time zone for ~99% accurate data.
  • For maximum accuracy, schedule exports 6 or more hours after midnight.
  • Avoid scheduling exports immediately at midnight if precise values are required.
  1. Facebook Ads Data Connector User Guide
  2. What Time Does My Data Refresh?
  3. Configure Data Source Sync Time and Google Sheets Refresh for the Latest Data
  4. Troubleshooting Facebook Ads
For additional assistance, please contact our support team.

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